Implementation of Office in Telekom Slovenije How does an effective, ready to be implemented MI program look like?

It is about… the historical importance of MR function for establishing the CI and later MI function ways to “make visible” the MI function and the MI team practical examples key success factors and critical moments

Marketing Intelligence some historical facts MI was established to serve three broad goals: 1. understanding the customer 2. understanding the competition 3. understanding the domestic and world trends

CI Socio-demographics Usage patters MR MI Segmentation Costumer satisfaction Reputation Continuous research “Ad hoc” external and internal research Info. gathering and analyzing Competitive profiling Market position of TS and competition Strategies and specific action Benchmarking Behavioral patterns

What is most important? 1. market research ? 2. competitive intelligence ? 3. segmentation ?

How did CI influence MR business? Central focus of MR used to be: metric characteristics (reliability, validity,..) statistical testing high professionalism for all cost Central focus of MR today is: critical approach to the data placement in a holistic market information system congruent with other available data within the company implementation

Our guiding star: “Data into Knowledge, Information into Intelligence and Intelligence into Action” proactivereactive MR and CI are part of Marketing Intelligence MR and CI analysis and evaluation; information  intelligence gathering information goals what we are aiming for forejudgement what we were seen as

Critical moments clear vision gain management support integrate MI in decision making and strategic planning establish active communication with all parts of the company implement

Key success implementation factors identify intelligence needs and wants connect research indicators with KPI-s KISS customize reporting and rise relevance to end users assure transparency be trustworthy, relevant and deliver on time be actionable communicate, communicate, communicate

Processes in Telekom Slovenije

MI.info First actively implemented on-going process on a daily bases: *daily tactical alarm system *identification of market changes 1.brief summaries 2.detailed information

Portal Lunched in June competition analysis and profiles market research reports trends important links, documents feedback forms about us

Portal MI.news: informs about up to date – daily events and trends on foreign TC markets Competition: provides info about domestic and foreign TC markets – incumbents, other players and regulators Marketing research: provides reports about company reputation, customer satisfaction and other MR reports My.info: entry point for MI to receive the data Useful links: connections to web pages of TC corporations, news about TC, forums and web-encyclopaedias

Internal Network Formal part Informal part Employees are one of the best source of information! Promote/advocate the MI function: There is no unimportant information! Knowledge is power! Every piece of information creates a part of knowledge puzzle. The whole is more then the total sum of parts! > 4

Internal Network What’s in it for me? As incentive we offer: feedback information recognition Establishing a formal material reward system for receiving valuable data.

How does an effective, ready to be implemented MI program look like?

Depends upon the company’s : intelligence needs, wishes strategy business objectives company organizational structure and culture management style

Answering questions… 1.What are company's information needs and wants? 2.Who are we delivering intelligence for? 3.What is our focus? 4.What is our time line? 5.How will we present and disseminate our findings? 6.How will we implement intelligence finding? 7. “How to become an important part of business strategy?"

But always do… develop and apply analytical processes and critical approach to data – see beyond your organisation imply your activities in the context of the entire market gather info from different sources – be well informed and foresee the activities of the other market players promote MI within the company and increase the use and the awareness of your actions - be visible, create your our own "MI" brand and processes …MI always is a work in progress, process that never ends, a situation in development…

MI – the holistic approach the amount of info and different sources is rapidly rising - every 3 years the quantity of data and info in the world doubles the data are not complete and quite often contradictory   the level of uncertainty  need for holistic understanding of the market need to understand what the data truly mean  holistic information system

Thank you for your attention!